How To Craft Perfect Meta Descriptions

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Nearly 68% of all online activities start on a search engine. If you want to make your website more visible on search engines, then you need to realize the importance of meta descriptions. When your website shows up on a search engine results page, the small blurb of text under the link is the first thing most people will notice. 

The average meta description can be no longer than 155 characters, which can make conveying information to potential customers challenging? Are you trying to craft the perfect meta descriptions for the pages on your website? If so, check out the great tips below. 

Let Your Value Proposition Be Known

As you start to write meta descriptions, you need to put yourself in the mind of the end-user. When a searcher enters terms into a search engine, they are looking for a definitive answer to their query. As websites start to surface on a search engine results page, a consumer will start to look for the best answer to their query. 

If you want to showcase the products/services your business offers in a meta description, you have to display your unique value proposition. The best way to do this is by laying out in easy-to-understand terms what your business offers and how it benefits the end-users. If you adequately layout your proposition, a search engine user will gravitate to your website to find out more about your brand. 

Keep Your Meta Description Concise

One of the biggest mistakes you can make when crafting a meta description is being long-winded. As previously mentioned, you only have around 155 characters to use in your meta description. Going over this character limit can lead to a lot of useful information being lost. This is why you need to focus on keeping your meta descriptions as concise as possible. 

While optimizing the 155 characters in your meta description can be difficult, it is worth the effort invested. If you don’t have the skillset needed to write these descriptions on your own, then hiring marketing professionals is a great idea. With this professional help, you can get the most out of your meta descriptions. 

Include a Call To Action

Convincing search engine users to click on your website will be easier if you have a great meta description in place. A call to action is a vital part of any great meta description. This portion of your meta description should be dedicated to telling readers what your business has to offer. Using urgent language in your call to action is also crucial. 

You need to make sure that the information contained in your call to action is factual. Being able to deliver on the promises made in your call to action can help you win over potential customers. Testing out a few different call to action types is crucial when trying to figure out what your audience responds to. 

With these tips, you can craft meta descriptions that get results.

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